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Case Studies

Automotive

Wheels of Independence: Women’s Journey in Scooter Ownership​

WhatsApp Image 2025-02-28 at 22.10.24_bc0f4a03

Research Objectives

  • Understanding the relationship between Women and Scooters

  • Understanding the decision-making process

  • Assessing the key brand perceptions of client vs. Competition

Target Group

  • Female

  • 18-24 Years

  • Student, Early Jobber

  • SEC: A & B

Approach and Methodology

  • Focus Group Discussion

  • With 8 Respondents

  • Lasting up to 1.5 hours

  • At a Central Venue

SAMPLE SIZE: 12 FGDs

MARKET: Delhi, Mumbai, Kolkata & Bangalore

Usership

  • Purchased a new scooter in the past 3-6 months.

  • Mixed user of Hero Pleasure, Honda Activa and TVS Scooty.

  • Must be using her scooter for daily commute.

  • Must be the main decision maker for purchasing in terms of brand selection.

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